Cybersecurity provider migrating from Marketo to HubSpot

Migrated content draft

A leading cybersecurity company, Group-IB protects people, businesses, and governments against cyberattacks. Dedicated to detecting and preventing cyber crimes, identifying online fraud, and protecting intellectual property, Group-IB was looking for an enterprise-level marketing platform that was easy to use and could support a growing business across different regions.

Previous platform : Marketo

Hubs : Marketing Hub Enterprise

Services provided : HubSpot Onboarding and Implementation , HubSpot Migration , HubSpot Marketing Analytics , HubSpot CMS Development , HubSpot and Salesforce integration

About Group-IB: Founded : 2003 Headquarters : Singapore Products : Threat Intelligence, Fraud Protection, Managed XDR, Attack Surface Management, Digital Risk Protection, Business Email Protection Number of employees : 600+ Сountries where Group-IB products are used : 60+ High-profile investigations worldwide : 1300+

Challenge: At the time, Group-IB was using a marketing automation tool developed by one of HubSpot’s chief competitors - Marketo. It required costly integrations or other tools to help with marketing, sales, and customer success. Therefore, to improve its lead generation, Group-IB needed a better CRM and stronger marketing strategies.

To ensure Group-IB was set up for success, we had to meet the following requirements:

20 days before the expiration of the Marketo license ; 100+ Marketo assets to migrate to HubSpot; Advanced requirements for marketing analytics: multi-touch attribution for customers with long sales cycles, customer journey analytics, etc; Complex requirements for a two-way integration with Salesforce Sales Cloud.

Solution: Resonate team consistently moves customers from legacy software like Marketo, to HubSpot, with minimal disruption to their business. To fully benefit from HubSpot’s ecosystem, Resonate and Group-IB set the following objectives to focus on:

20 days for the full migration from Marketo to HubSpot Marketing Hub Enterprise including customer data and hundreds of marketing assets; Complex data migration; Custom reports, dashboards; Advanced webinar funnels implementation; Team onboarding and training.

Due to an associated plan and timeline, we managed to build a solution architecture and assess data quality in the shortest possible time. When working on a proven phased approach for switching Group-IB to HubSpot, we considered the following key points:

HubSpot Marketing Hub Enterprise as a central hub for all marketing activities; Сustom attribution models and better insights on how different channels influence various stages of the customer journey; Tight integration with Salesforce Sales Cloud; Full Migration in less than 20 days; Advanced features implementation: custom objects, advanced marketing analytics; Hundreds of marketing assets migrated with improved features: forms, landing pages, emails, workflows, programs, and campaigns.

With our help, Group-IB has achieved those goals. Also, Resonate specialists provided workshops on inbound best practices and maximizing the value of HubSpot’s tools.